Impact of social media marketing and e-wom on purchase intention of consumer goods buyers

The study mainly focuses on social media contents; connect of people (mainly existing and potential consumers), word of mouth (reviews and ratings) and their influence on purchase intention of the consumers for consumer goods products. Research This study has descriptive research design with a survey approach of collecting the data. The data collection instrument was a structured questionnaire constructed with the help of Likert scale. Data analysis has been done with the help of confirmatory factor analysis (CFA) followed by structural equation modeling (SEM). Three constructs namely Social Media connect of consumers, social media content and electronic word of mouth have a significant impact on purchase intention of the consumers.   The constructs such as social media connect and social media contents have been introduced in this study. The constructs have been properly checked with the preconditions of validity and reliability.